Saturday newspaper editions in UK

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Saturday newspaper editions in UK

  1. 1. THE TIMES on Saturday and market research<br />George Brock<br />Professor and Head of Journalism<br />City University London<br />Media Research conference, Cairo, April 2010<br />
  2. 2. Once upon a time…<br />1960s: 2sections, 74 pages<br />Early 1980s: 1 section, 28 pages<br />
  3. 3. …and in 2006<br />2006: 7 sections, 378 pages<br />2 2006: 12 sections, 470 pages<br />ns<br />
  4. 4. THE TIMES on Saturday 2007<br />
  5. 5. Late 1980s<br />Saturday: lowest circulation of the week<br />Print advertising market growing<br />1987: Daily Telegraph expands Saturday edition<br />The Times, Guardian and Financial Times follow over next few years<br />Target: 15-20 circulation “premium” on Saturdays<br />
  6. 6. Choices<br />How long should the articles be?<br />News vs features balance<br />How large a package?<br />How many pages?<br />Balancing advertisment-led and reader-led<br />
  7. 7. UK newspaper market<br />“national” newspaper competition<br />High readership per head<br />c 70% of income from advertising<br />High single copy sale<br />1990 onwards: colour advertising grows<br />Sunday papers = magazines<br />
  8. 8. What difference does research make?<br />Reader research has limits<br />Self-knowledge has limits<br />Newspaper relationship/feelings complex<br />Ad research data probably more important<br />Certifiable, verifiable accuracy crucial<br />Consumer spending patterns most important of all<br />
  9. 9. Key takeaway<br />The best research is that which is most completely integrated across all parts of the business<br />
  10. 10. What did we find?<br />More reading time <br />Unexpected: Saturday and Sunday not the same<br />Less internet face time<br />Opportunity to be distinctive<br />Online spinoffs<br />
  11. 11. Newspaper readers are active health seekers<br />BMRB Healthcare Sept 2009: women aged 20-64. Total sample 2371<br />
  12. 12. What did we find?<br />More reading time <br />Unexpected: Saturday and Sunday not the same<br />Less internet face time<br />Opportunity to be distinctive<br />Online spinoffs<br />
  13. 13.
  14. 14. To recognise and exploit a new opportunity, you need…<br />An assumption, a hypothesis, a hunch<br />Commercial basis<br />Content<br />Research to check and define<br />If possible, a “killer app”.<br />
  15. 15. What kind of research?<br />Anthropological <br />Open to all (e.g. at design stage)<br />Trends more important than number detail<br />
  16. 16. Thegrowthofconsumerleisure<br />% of waking hours spent neither at home nor at work excluding travel time, by activity<br />
  17. 17. Issues<br />Weekend vs weekday <br />Friday vs Saturday vs Sunday<br />Online + print<br />No weekend free papers (yet)<br />Different design, writing, production talent required (i.e. there are costs)<br />Magazinification<br />
  18. 18. Newsines<br />
  19. 19. Times/STadrevenuegrowth<br />
  20. 20. One last statistic<br />In 2004, the Saturday edition of The Times took 40% of the paper’s weekly display advertising income.<br />
  21. 21. www.city.ac.uk/journalism/<br />www.georgebrock.net<br />

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